Mc Graw Hill Education

Transcription

1 SIXTH EDITION CUSTOMER SERVICE Robert W. Lucas Principal, Robert W. Lucas Enterprises Mc Graw Hill Education

2 CONTENTS Preface xi Acknowledgments xxiv THE PROFESSION 2 1 The Customer Service Profession 4 In the Real World: Retail Zappos.com 5 LO 1-1 Defining Customer Service 6 The Concept of Customer Service 8 Post-World War II Service in the United States 9 The Shift to Service 9 LO 1-2 Growth of the Service Sector 10 Impact of the Economy 13 LO 1-3 Societal Factors Affecting Customer Service 17 Global Economic Shifts 17 Shifts in the Population and Labor Force 19 Increased Efficiency in Technology 20 Deregulation of Many Industries 22 Geopolitical Changes 23 Changing Values 24 Increase in the Number of White-Collar Workers 25 More Women Entering the Workforce 25 A More Racially and Ethnically Diverse Population Is Entering the Workforce 26 More Older Workers Entering the Workforce 26 Growth of E-Commerce 28 LO 1-4 Consumer Behavior Shifts 29 Different Mindset 29 Expectation of Quality Service 30 Enhanced Consumer Preparation 30 LO 1-5 The Customer Service Environment 31 Components of a Customer Service Environment 31 The Customer 32 Organizational Culture 33 Human Resources 34 Deliverables 37 Delivery Systems 37 Service 37 LO 1-6 Addressing the Changes 38 Small Business Perspective 39 Contributing to the Service Culture 44 In the Real World: Retail Ben & Jerry's Ice Cream 45 LO 2-1 Defining a Service Culture 47 Service Philosophy or Mission 49 Employee Roles and Expectations 51 Products and Services 58 Motivators and Rewards 59 Management Support 61 Employee Empowerment 64 Training 65 LO 2-2 Establishing a Service Strategy 66 LO 2-3 Customer-Friendly Systems 67 Typical System Components 67 Service Delivery Systems 68 Tools for Service Measurement 71 LO 2-4 Twelve Strategies for Promoting a Positive Service Culture 73 LO 2-5 Separating Average Companies from Excellent Companies 77 LO 2-6 What Customers Want 78 Small Business Perspective 80 vii

3 viii Contents SKILLS FOR SUCCESS 86 3 Verbal Communication Skills 88 In the Real World: Retail Papa John's Pizza 89 LO 3-1 The Importance of Effective Communication 90 LO 3-2 Ensuring Two-Way Communication 92 Interpersonal Communication Model 92 LO 3-3 Communicating Positively 96 Prepare for Positive Customer Interactions 96 Let Your Customers Know They Are Important 98 Address Your Customer's Expectations Positively 100 Nurture a Continuing Relationship 105 LO 3-4 Providing Feedback Effectively 107 Verbal Feedback 108 Nonverbal Feedback 109 LO 3-5 Avoiding Negative Communication 110 LO 3-6 Dealing Assertively with Customers 113 LO 3-7 Assertive versus Aggressive Service 115 Responding to Conflict 118 Causes of Conflict 118 Salvaging Relationships after Conflict 121 Small Business Perspective Nonverbal Communication Skills 128 In the Real World: Retail Fields Auto Group 129 LO 4-1 What Is Nonverbal Communication? 130 LO 4-2 The Scope of Nonverbal Behavior 131 Body Language 131 Vocal Cues 136 Appearance and Grooming 139 Spatial Cues 142 Environmental Cues 143 Miscellaneous Cues 144 LO 4-3 The Role of Gender in Nonverbal Communication 148 LO 4-4 The Impact of Culture on Nonverbal Communication 151 LO 4-5 Negative Nonverbal Behaviors 152 Unprofessional Handshake 152 Fidgeting 153 Pointing a Finger or Other Object 153 Raising an Eyebrow 153 Peering over Top of Eyeglasses 153 Crossing Arms or Putting Hands on Hips 154 Holding Hands Near Mouth 154 LO 4-6 Strategies for Improving Nonverbal Communication 154 Seek Out Nonverbal Cues 154 Conf irm Your Perceptions 155 Seek Clarifying Feedback 155 Analyze Your Interpretations of Nonverbal Cues 156 LO 4-7 Customer-Focused Behavior 156 Small Business Perspective Listening to the Customer 166 In the Real World: Transportation Southwest Airlines 167 LO 5-1 Why Is Listening So Important? 168 LO 5-2 What Is Listening? 169 Hearing and Receiving the Message 170 Attending 171 Comprehending or Assigning Meaning 171 Responding 171 LO 5-3 Characteristics of a Good Listener 173 LO 5-4 Causes of Listening Breakdown 175 Personal Obstacles 175 Listening Skill Level 178 Externa! Obstacles 180 Additional Obstacles to Effective Listening 184 LO 5-5 Strategies for Improved Listening 184 Stop Talking! 185 Prepare Yourself 186 Listen Actively 186 Show a Willingness to Listen 187 Show Empathy 188 Listen for Concepts 188 Listen Openly 188 Send Positive Nonverbal Cues 189 Don'tArgue 189 Take Notes, If Necessary 189 LO 5-6 Information-Gathering Techniques 190 Open-End Questions 190 Closed-End Questions 192 LO 5-7 Additional Question Guidelines 194 Avoid Criticism 194 Ask Only Positively Phrased Questions 194 Ask Direct Questions 194 Ask Customers How You Can Better Serve 195 Small Business Perspective 195

4 Contents ix BUILDING AND MAINTAINING RELATIONSHIPS Customer Service and Behavior 202 In the Real World: Supermarket Trader Joe's 203 LO 6-1 What Are Behavioral Styl es? 204 LO 6-2 Identifying Behavioral Styles 205 R: Rational 208 I: Inquisitive 209 D: Decisive 210 E: Expressive 211 LO 6-3 Communicating with Each Style 212 LO 6-4 Building Stronger Relationships 215 Discover Customer Needs 216 Say "Yes" 216 Seek Opportunities for Service 217 Focus on Process Improvement 220 Make Customers Feel Special 220 Be Culturally Aware 221 Know Your Products and Services 222 LO 6-5 Dealing with Perceptions 224 Perceptions and Stereotypes 224 Small Business Perspective Service Breakdowns and Service Recovery 232 In the Real World: Retail/Manufacturing Coca-Cola 233 LO 7-1 What Is a Service Breakdown? 234 LO 7-2 The Role of Behavioral Style 237 LO 7-3 Difficult Customers 238 Demanding or Domineering Customers 239 Indecisive Customers 240 Dissatisfied and Angry Customers 242 Rüde or Inconsiderate Customers 245 Talkative Customers 245 LO 7-4 Handling Emotions with the Emotion- Reducing Model 247 LO 7-5 Reasons for Customer Defection 248 LO 7-6 Working with Internal Customers (Co-workers) 249 Stay Connected 250 Meet All Commitments 251 Don't Sit on Your Emotions 252 Build a Professional Reputation 252 Adopt a Good-Neighbor Policy 253 LO 7-7 Strategies for Preventing Dissatisfaction and Problem Solving 254 Think Like the Customer 254 Pamper the Customer 255 Respect the Customer 255 Exceed Expectations 255 LO 7-8 The Problem-Solving Process Identify the Problem Compile and Analyze the Data Identify the Alternatives Evaluate the Alternatives Make a Decision Monitor the Results 261 LO 7-9 Implementing a Service Recovery Strategy Apologize, Apologize, and Apologize Again Take Immediate Action Show Compassion Provide Compensation Conduct Follow-Up 267 LO 7-10 Disaster Flanning Initiatives in the Service Recovery Process 267 Small Business Perspective Customer Service in a Diverse World 274 In the Real World: Manufacturing Johnson & Johnson 275 LO 8-1 The Impact of Diversity 276 LO 8-2 Defining Diversity 278 LO 8-3 Customer Awareness 280 LO 8-4 The Impact of Cultural Values 280 Modesty 282 Expectations of Privacy 282 Forms of Address 283 Respect for Eiders 285 Importance of Relationships 286 Gender Roles 287 Attitüde toward Conflict 287 The Concept of Time 288 Ownership of Property 289 LO 8-5 Providing Quality Service to Diverse Customer Croups 291 Customers with Language Differences 291 Customers with Disabilities 296 Elderly Customers 301 Younger Customers 303 LO 8-6 Communicating with Diverse Customers 306 Small Business Perspective 308

5 x Contents 9 Customer Service via Technology 314 In the Real World: Technology Netflix 315 LO 9-1 The Role of Technology in Customer Service 316 LO 9-2 The Customer Contact/Call Center or Help Desk 319 Types of Technology 321 Traditional Call Center Technology 321 LO 9-3 Tapping into Web-Based and Mobile Technologies 328 Websites 328 Social Media 330 Advantages and Disadvantages of Technology 336 LO 9-4 Technology Etiquette and Strategies Facsimile 345 LO 9-5 The Telephone in Customer Service 346 Communication Skills for Success 347 Tips for Creating a Positive Telephone Image 349 Effective Telephone Usage 351 Voice Mail and Answering Machines or Services 354 Taking Messages Professional^ 356 General Advice for Communicating by Telephone 357 Small Business Perspective Encouraging Customer Loyalty 364 In the Real World: Shipping United Parcel Service of America, Inc. (UPS) 365 LO 10-1 The Role of Trust 366 Communicate Effectively and Convincingly 369 Display Caring and Concern 369 Be Fair 370 Admit Errors or Lack of Knowledge 371 Trust Your Customers 373 Keep Your Word 373 Provide Peace of Mind 374 Be Responsible for Your Customer Relationships 374 Personalize Your Approach 374 Keep an Open Mind 375 Individualize Service 375 Show Respect 376 Elicit Customer In put 376 LO 10-2 Customer Loyalty 378 LO 10-3 The Importance of Customer Relationship Management 381 Benefits of Customer Relationship Management 383 Cost of Dissatisfied Customers 384 LO 10-4 The Role of Channel Partner Relationships on Customer Loyalty 386 Three Types of Channel Partners 386 LO 10-5 Provider Characteristics Affecting Customer Loyalty 387 Responsiveness 387 Adaptability 388 Communication Skills 389 Decisiveness 390 Enthusiasm 390 Ethical Behavior 391 Initiative 392 Knowledge 393 Perceptiveness 394 Flanning Ability 395 Problem-Solving Ability 396 Professionalism 396 LO 10-6 Making the Customer Number One 397 Make Positive Initial Contact 398 Establish Rapport 398 Identify and Satisfy Customer Needs Quickly 400 Exceed Expectations 400 Follow Up 401 LO 10-7 Enhancing Customer Satisfaction as a Strategy for Retaining Customers 401 Pay Attention 401 Deal with One Customer at a Time 402 Know Your Customers 402 Give Customers Special Treatment 403 Service Each Customer at Least Adequately 403 Do the Unexpected 403 Handle Complaints Effectively 404 Seil Benefits, Not Features 404 Know Your Competition 404 LO 10-8 Strive for Quality 405 Small Business Perspective 405 Appendix 412 Glossary 414 Notes 423 Bibliography 425 Credits 427 Index 429